What This State Just Did With Wildly Aromatic Scratch-N-Sniff Lottery Tickets Raises A Real Stink

Saying it’s focused on “new and fun ways to engage customers,” the New Hampshire Lottery has come out with a first-of-its kind scratch ticket that will likely find little to no favor with Muslim and Jewish gamblers or with animal rights activists.

As reported by bizpacreview.com, the innovative scratch-n-sniff $1 ticket gives off the distinct aroma of freshly cooked bacon when the buyer scratches it to see if a $1,000 grand prize awaits.

The new game from the New Hampshire Lottery is called “I Heart Bacon” and will be marketed in a most unusual way: “To promote the ticket, the New Hampshire Lottery will be driving a ‘bacon truck,’ handing out free applewood smoked bacon samples and tickets at stores in Keene and Durham, the state welcome centers in Hooksett, and the Verizon Wireless Arena in Manchester.”

Already one advocacy group has been rubbed the wrong way by the bacon-scented scratch-n-sniff tickets. PETA — People for the Ethical Treatment of Animals — is reportedly launching a counter-campaign with a pig-defending billboard that reads: “Don’t Go Breaking My Heart. Please, Go Vegan!”

The Washington Times reports that PETA has announced its plan to put up the billboard in time for Valentine’s Day near the headquarters of the New Hampshire Lottery Commission.

“Every piece of bacon means that a lovable, inquisitive pig endured the pain and terror of being killed for a quick bite,” said PETA Executive Vice President Tracy Reiman in a Friday press release. “PETA encourages everyone to have a heart for animals and choose vegan meals—for Valentine’s Day and every day.”

The Executive Director of the New Hampshire Lottery Commission proudly promotes the bacon-scented tickets: “Every time players scratch an I Heart Bacon ticket, they will think it is time for Saturday morning breakfast, and they might just scratch and sniff their way to $1,000!”